A logo is a graphic image that symbolizes an organization, company name, trademark, abbreviation. It is used by an organization for its letterhead, promotional materials and signs as an emblem by which the organization can be easily recognized.
Its purpose is to identify the company in a way that is memorable and familiar. For example, Apple uses a bitten apple as a logo. The bitten apple doesn’t explain what the company does or sells, but it is distinctive and recognizable.
The logo is designed for the long term, as it is designed to become familiar to customers and promote loyalty to the brand, the company. Good logos are instantly recognizable, unique, memorable, and stand the test of time. We all know examples of great logos, but not everyone knows that creating great logos is not easy. From concept to color to release, there are many things to look out for when bringing your brand, company to one logo.
What types of logos are there?
There are four types of logos:
• Word marks are autonomous group or multi-letter abbreviations
• Letter logos consist of one letter
• Visual logos are illustrated with symbols of recognizable things
• Abstract logos do not represent anything else recognizable as abstract art. The most famous brand that has successfully completed an abstract logo is Nike.
There is no one type of logo that works equally well for everyone. For example, if you have a short company name, a tag logo might work well. Letter-shaped logos usually help consumers remember your name better than abstract logos. However, if you choose an abstract symbol, make sure it is simple and reflects your brand’s personality. The choice of color is incredibly important. To better stand out, it’s important to choose a color that your competitors don’t use in their logos.
Also keep in mind that different colors deal different psychological blows. For example, red is active, intense and even a little disturbing. Yellow is happy, energetic and fresh, perhaps a wise choice for a health and wellness company. Meanwhile, blue evokes confidence, calmness and reliability.
Fonts, like colors, convey different emotions. A font can make a significant contribution to the impact that a logo creates. For example, a law firm logo that should represent nobility, strength, and justice might be best represented in a bold, simple font. Whereas a pastry shop might opt for a whimsical font that conveys sweetness and fun. Italic fonts are more playful and creative, while serif fonts create a sense of respectability.
A logo is the fastest communication known to man. It immediately detects associations with your brand, company, so it is very important to do it right.
Logo design is a creative process. The path to the perfect logo can be very long because it is a hallmark that should represent the company or product – often for many years. Many questions need to be answered: what corporate colors should be used? What aspects of the company or product should the logo represent? What elements should the logo contain?
Leave logo design to a specially trained graphic designer. He understands what a good logo is and how it should scale and function across different media and marketing channels or on a sign.